23 March 2014 | 12 Comments
A few days into the Tuscany Kickstarter campaign, a backer named Luca asked me, “Aren’t you going to post updates on your old Euphoria and Viticulture campaigns?”
At first my answer was no. I had already sent an e-newsletter to 5,700+ people, most of whom are either Euphoria or Viticulture backers. People already have crowded inboxes; I didn’t want to add yet another mass e-mail to the mix (unless they’ve unsubscribed to updates, backers get project updates in their inboxes).
Plus, I’ve backed my fair share of projects, and I’m not a huge fan of when I get a project update in my inbox that has nothing to do with that project. There are some publishers that I follow, but if I follow a publisher enough that I want to know about all of their projects, I subscribe to their e-newsletter. It’s not a big problem, but sometimes if a creator has run several Kickstarters, I’ll get several updates all in a row about their new project.
So I was hesitant to post updates on Euphoria and Viticulture, but in the end I did. And I’m glad I did, because I saw an immediate increase in pledges. Here’s why:
- Some of my previous backers only want information about Viticulture or Euphoria, so they don’t subscribe to my e-newsletter.
- Some “backers” were involved in group buys of Viticulture and Euphoria, so they’re neither on my e-newsletter or on the project update e-mail update list. Instead, they check in on Kickstarter every now and then to see if there are any updates on those projects.
Here’s how I did it in a way that felt right to me:
- I didn’t post one update after the other. Rather, I posted an update on Euphoria, waited a few days, then posted an update on Viticulture.
- I wrote each update from scratch–no copying and pasting. You can read them here and here–they’re completely different.
- I tried to apply the content of each update to that particular audience. In the Euphoria update, I talk about how the latest stretch goal unlocked on Tuscany is about building structures, and thus I thought it might appeal to everyone who “built a better dystopia.” There was a more direct connection with Viticulture and Tuscany, but I spent the entire update answering frequently asked questions from original Viticulture backers.
Overall, I tried to follow the cardinal rule of Kickstarter and marketing: Don’t be annoying.
At least, I tried not to be annoying. I’m probably way more annoying than I realize. But I try not to be.
Do you have any thoughts to add to this topic?